Back in 2012 we saw mobile advertising almost triple to over £500m as the total digital advertising spend for the UK hit £5bn for the first time.  Many marketers are working increasingly hard to combine a creative marketing campaign with a multi platform strategy.

This year mobile advertising has made significant progress as marketers test new formats and now understand the mobile’s integral role as part of the digital strategy plan. With almost two-thirds of the UK population owning a smartphone, it is important for forward thinking organisations have increased their mobile advertising efforts.

During the first half of 2013 William Hill the world’s biggest bookmaker did just this during the Cheltenham Festival. They drove their customers to place bets throughout races via their app allowing them to acquire new customers and increase overall revenue by a record amount.

Whether your marketing campaign is mobile focused or part of your wider customer attribution model it should have some standing in what you are doing. Moving forward mobile will become one of the best ways to target your consumers.

If you think about this simple logic you have the power to reach out to a massive consumer audience and you can reach them directly in their pocket which coincidentally is where there wallet is.

The William Hill campaign was a great example of how mobile promotion can work successfully as a strand of a multi media campaign. William Hill achieved a staggering one million bets over the four-day festival which was a significant proportion of all online business.


Image courtesy of Jorge Quinteros, Flickr